he industry experts at Muck Rack regularly ask us to weigh in on media trends and offer advice on what it takes to secure editorial in the evolving media climate.
To ensure success, we develop our programs using a media-first perspective. To learn what that is, click the link.
We're sorry. We hope this is enlightening as to why some PR people act the way they do.
Dear Friends At Brands,
If you don’t know what we're talking about, you need to read this.
A quick search of Facebook groups, industry scripture, along with Twitter and assorted other forums, will turn up instances where our colleagues, and possibly even ourselves (but doubtful ;-), have rubbed a few of you the wrong way.
Let’s get back to our media industry clickbait-esque headline.
Journalists, do you know the reason you hate (some of) us?
If we had to read your mind, it would be the nauseating amount of irrelevant pitches you receive and the annoying follow-up calls that come five minutes after we send them are likely culprits.
But do you know why we actually do this?
There are two main reasons PR people push too hard, often in the wrong direction, when it comes to dealing with journalists. It’s a systemic issue that many firms won’t want to address.
Reason 1: PR plans are developed and pitched to clients by senior agency leadership teams who are out of touch
The senior ranks of many agencies are led by people who no longer engage directly in media relations, resulting in grossly inflated expectations stemming from plans based on archaic thinking. They haven’t reached out to a journalist in years. They’re not in the trenches regularly communicating with our friends on the editorial side.
As a result, plans are developed based on outdated knowledge and experience.
Touchdowns help to win football games, but the style of play has significantly evolved over the years. As an easy example, we're often told by clients and industry colleagues that <<brand / product / event>> would be perfect for Maxim. They’re usually right…if this were 2001. They haven’t opened the mag or looked at Maxim’s site or magazine in years. Its content has evolved. Are there avenues for the pitch they have in mind? Possibly, but the lack of direct media interaction and knowledge of the current media climate steers plan development in the wrong direction.
A good PR person pushes back on clients and internal stakeholders as appropriate. Despite being experts, when we do push back a bit, the response is often that we must not have strong enough relationships with the media we’re targeting. And if that’s the perception, we could lose the account or our jobs.
While good PR pros know that landing killer media coverage takes a lot more than strong relationships, none of us want to lose our jobs. So we push on and follow orders.
Reason 2: There is a lack of trust in PR teams and understanding of how long it can take for a journalist to show interest, let alone file a story.
That is our only explanation for the following, very common, scenario.
Sometimes agencies are expected to have boiler room-esqueoperations. In addition to update reports, PR firms are often asked by clients to provide call logs for review. This was asked of me at big agencies and later after co-founding Remedy PR. Detailed records of who we contacted, when and their response.
The result of that is intense pressure on the PR agency to tangibly show how our time is spent, even showing how our time is actually spent is not the best use of our time or the budget of our partners.
Do we keep logs? Yes, most agencies do. Some people keep pretty detailed notes. I can tell you where one editor’s significant other went to school, who refs hockey as a passion side-job, and who dislikes a certain feature on a certain type of product.
Our notes aren’t always appropriate to share with our partners, and sometimes we’ll reach out to a journalist about multiple brands, or maintain lists that are relevant to multiple client partners. When that’s the case, if a client wants a call log, we’re often spending extra time drafting something that is specific for them. Not the best use of our time.
And this doesn’t take into account the time spent researching media and refining pitches so they make sense to that Tier-A journalist you want to be interested in your story.
The misunderstanding of how much time things can take is where things take a major turn for the worse, not just for us on the PR side, but you, our friends on the editorial end.
PR people grossly outnumber journalists (6:1 according to some), and some receive hundreds of emails a day, a large part of them irrelevant. These stats get worse when the journalist writes for a high-profile media outlet or is an influencer (define that as you will). This makes it critical for those of us on our side of the desk to follow-up (sorry, we know you hate that) when we have a good pitch for you (we really do!) that may have buried in the previously mentioned hundreds of emails you’re receiving.
Giving a journalist time to get through their inbox and run something through the chain of command doesn’t make for a strong call log for our clients.
Again, the call log doesn’t account for the time we should be spending on strategy, or looking at a journalist’s coverage, tweets, etc., to get a handle for what they could be into in terms of potential story ideas.
We find it strange that many don’t grasp that even a response, let alone action, by a journalist, can take some time.
Most of us probably have friends and family members who may not to respond to a text message or email for days, if not weeks. If it’s not urgent and doesn’t require an immediate response, you probably don’t text someone every other day to check in. That would be annoying.
So why do we expect a journalist to get back to us right away?
Journalists aren't public servants. They’re not firefighters – waiting and obligated – to rush out when the call comes in.
Unfortunately, the pressure some of us receive to generate these logs is the reason for the incessant follow-up.
If you didn’t get back to us on Tuesday, we need to call you Thursday and email again the following Friday to ask if you received our last email and call. And then we send a DM on Instagram.
So we smile, and dial (or the modern equivalent of that), and log every call for review later.
What’s the fix?
There are ways we can around these issues in PR. There are paths we can take that will get brands and PR teams on the radar of the media, and strengthen the relationships between journalists, PR people, and the brands they represent.
We need to change our thinking a bit, and we’ll get into that soon.
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public relations mistakes
PR (actually all marketing) takes time. Even in today's ultra-quick Instagram world, it usually takes time to see traction from your public relations campaign.
One of the biggest issues we’re seeing with brands that need marketing help, outside of properly budgeting for outside PR and marketing support, is poor budgeting when it comes to time.
Many times, the Remedy team has turned down potential work because the client came to us at the last minute with a project we feel they didn’t allow enough time to be successful.
We’re not the only ones who feel this way.
Take Axia PR in Jacksonville, who has worked with some very impressive brands, or Michael Shane, of www.freide.co, a "hybrid creative agency fusing media consulting and creative strategy," based in Bill's old stomping grounds of NYC. Now we don’t know Michael at all, but we’re a member of the same networking group on Facebook and he recently made this post lamenting a recent client that is just now seeing momentum right away.
This is only a small part of the discussion that occurred on Michael's post. And this happens all the time.
We’ve worked with brands under tight time constraints and had them on national media programs and major market daily newspapers overnight… but many times, it can take weeks, often months, to start seeing momentum, let alone an impact on measurable awareness or sales (assuming you're able to track this, to begin with).
So what’s the magic number for how long you should experiment with a good PR firm?
Tough to say, especially since the first month of the program should be spent outlining the full plan and you won’t be seeing media results during that period of time. Many will tell you six months is a good timeframe to consider, but that could scale up or down depending on if you’re working on a very timely event or working with a brand that has news coming out a few seasons after this one.
Please keep in mind that we're not saying that PR firms (consultants, marketing firms, ad agencies, etc.) don't fail to deliver. They do. It could be because they weren't clear about potential results, promised too much and in some cases, failed to manage expectations.
However, many times when a PR program fails, it's because there wasn't enough time allotted to see results or it's being compared to the 'guaranteed impressions' that come with buying an ad (which still don't guarantee sales though).
Enjoy this piece? Please consider sharing it on LinkedIn!
Again, special thanks to Michael Shane of http://www.freide.co/ for giving us permission to share his Facebook post.
When one door closes, a good PR team will dig you a hole for your message to crawl through. Or find you more doors. Or pry open some windows... you get it ;-).
That said, brands are often disappointed when they don't see themselves featured in certain media outlets. While this could happen for a variety of reasons (timing and lack of real newsworthiness being the top two), there's one reason that few want to admit, but it happens all the time.
Sometimes journalists simply don't like certain brands.
Since we work in the tech world, we often deal with tech media, from the consumery oriented (that's a word, trust us) mainstream outlets to the influencers/mavens/tastemakers/other-hot-buzzword journalists and outlets that focus on the latest and greatest before it's even available.
Lately we've been working with LockerGnome on some features and tin the below video, they called out BlackBerry. Specifically, they called out that they may not review a particular BlackBerry device.
Skip to about 5:10 to get a handle on what we're referencing.
Perhaps LockerGnome is just trying to get a rise out of their BlackBerry using audience. Or maybe they're serious and just aren't into the new releases from the brand.
Unfortunately, this is a reality in PR and media relations - sometimes the media just aren't into your product or story.
This is one of the reasons we (and other reputable PR practitioners) will tell you clients in the upfront that coverage is not guaranteed. We have a pretty good relationship with LockerGnome, but we can't dictate their coverage or coverage tone. Any firm that guarantees you visibility for your retainer (without a money-back guarantee) is either lying or selling you advertising.
But again, a good PR team (or consultant, etc.) can work around this. If you can't land that one Tier-A placement this time, they should be able to help you evaluate why for the next go, and in the meantime, work to secure coverage in 10 Tier-B outlets to supplement. It takes more to do less in the PR / media relations world, and anyone who sets their hopes on one placement is setting themselves up for disappointment.
Note: This post was originally published in 2013 and LockerGnome is on hiatus. However, the message and learnings remain the same.
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It’s that time of year… we’re gearing up for CES, the OR Snow Show and more. Are you ready? If not, here are some quick and essential tips to help you make the most of your media relations efforts at the shows.
1. Start yesterday!: These shows are important to EVERYONE exhibiting. Almost every journalist attending will receive 100’s of emails from brands pitching the mundane and the monumental. Be top of mind by being top of mind well in advance. Make sure you engage with these journalists in advance, via social media, email or even a phone call or handwritten note, regardless of if you have something to pitch at the time or not. It’ll pay off later.
2. Have a survival kit ready.: Come loaded for bear. A battery pack for your phone should be standard issue. Images / info saved somewhere easily accessible so you can send it at a moments notice. Breath mints and snack bars you can carry are a must, as well as good insoles for your shoes. If you have oily skin (ahem) maybe some of those anti-shine wipes too #justsaying
3. Show your good side!:You may not see these journalists very often. When you confirm meetings, send them a casual (yet professional enough) photo and go the extra mile in drawing on the show map exactly where your meeting will take place.
4. Concise is nice.: Get to the point in your pitch. What are you showing that’s really great? If you have 10 great things, highlight the top two and then include a quick note of what else is coming. And be realistic in what you’re pitching… make sure your pitch passes the smell test.
And lay off the jargon and buzzwords… no one wants to hear that.
5. All hands on deck!!!: We like to have approximately 1.5 people per booth / brand at a show. Why? Well, inevitably, appointments will be shifted on the fly or last minute needs will come up. You want to give each contact as much individual attention as possible.
6. Pretend you care.: Or better yet… care! Lead each meeting by asking each contact if they’ve seen anything they loved at the show or ask about any trends catching their eye. Then shift your pitch and meeting accordingly.
7. Follow-up accordingly!:Some people may want info and images within the hour. Some the week after. Make a note and act appropriately.
8. Repeat step 1!!!
There’s a lot more to media relations than the above, but trust us… even though these tips seem basic, many brands and marketing professionals overlook them as the hecticness of the show approaches.
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The public relations industry is rife with brands generating press releases that are, at best, fluff, and at worst... well, they're just bad.
Either they're poorly written, written for the wrong audience or simply lack merit.
A recent piece on MuckRack (disclosure, it was written by one of our agency directors) focuses on this.
And if you like it, please share it on LinkedIn too!
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Technology has really made it easy for many to "do PR" and at the same time, it's made it that much more difficult for brands with good stories to tell to break through the clutter created by brands what simply want to talk about themselves. Some stats to consider below and more advice elsewhere on our blog here.
A recent MuckRack feature (penned by one of our co-directors, Bill Byrne) explains why you shouldn't get too enamored with flashy case studies.
We all want that 'wow' factor, but realistically you should be looking at examples of success in line with your brand's stature, assets and budgets.
If your brand doesn't have the budget of Red Bull or the cache of Apple, you may be disappointed if you hire a firm based on their work with those two brands.
Click the image below or this link for the full story. And if you like it, please consider sharing it on LinkedIn! Button right below
The Best PR Firm In San Diego Is Remedy Communications.
San Diego Public Relations (PR) And Social Media “San Diego PR”
www.remedypr.com
A leading public relations (PR) agency in San Diego, specializing in social media marketing, event marketing, action sports and finance, San Diego Public Relations Agency, Action Sports PR, San Diego Social Media Agency, San Diego Event Marketing Agency, Social Media Marketing Agency, Craft Beer PR, PR, Public Relations, Social Media San Diego, Social Media Marketing Agency San Diego,
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San Diego's Leading PR Firm
You'd be surprised (or maybe not) about how many calls we get from potential clients that think they need PR (media relations) or social media help. Sometimes they do, sometimes they don't.
Since the term term 'PR' gets thrown around quite a bit, we figured it'd just be easier if we uploaded this 101 sheet on Remedy to our blog for easy reference.
Read, enjoy, share and if you need us, you know where to find us!
Please click this button to share on LinkedIn!
San Diego Public Relations (PR) And Social Media “San Diego PR”
www.remedypr.com
A leading public relations (PR) agency in San Diego, specializing in social media marketing, event marketing, action sports and finance, San Diego Public Relations Agency, Action Sports PR, San Diego Social Media Agency, San Diego Event Marketing Agency, Social Media Marketing Agency, Craft Beer PR, PR, Public Relations, Social Media San Diego, Social Media Marketing Agency San Diego,
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Not too long ago we executed a NASCAR®-related product PR campaign for a client. This was a first for us.
While successful, it solidified a few things we already preach regarding public relations, with one overarching theme…
Executing a PR / media relations campaign in one industry is the same as executing a public relations campaign in any other.
The publications and channels may change, but their basic needs and rules remain the same. Here’s what they are:
1. The More Time You Give, The Better
Believe it or not, journalists are not waiting around for PR people to contact them with story ideas. They have their own deadlines and content obligations in terms of the number of stories they need to publish or want to publish.
As great as your story may be for your brand, that doesn’t mean you can simply expect an outlet to make room for it or that a journalist will want to make time for it.
2. There Has To Be A Fit And If There Isn’t, You Bend
It’s a widely held belief that NASCAR fans fully support the brands their favorite drivers endorse.
While that may be true, the NASCAR related media outlets themselves don’t cover new product launches or brand news in the same way we think of general consumer and business publications as doing. Their focus tends to be on track drama, fines, equipment changes and paint scheme changes.
Some early, and later, extensive research into their media channels brought this to light. Along with extreme disappointment because we thought this would be a layup of a pitch.
So did we abandon the campaign? No. As the entrepreneurs and ‘influencers’ of today are fond of saying, we decided to pivot.
In addition to traditional media, we targeted people with large and engaged social media followings (we’re hesitant to every say someone with a lot of followers is an actual 'influencer') to secure coverage. While most of the popular accounts were owned by drivers and their pit crews who had competing endorsement deals, there were many other people we could target, ranging from on-air broadcast talent to super fans.
3. The Easier You Make Their Job, The Better
Journalists, like the rest of us, are busy. Having all the details and assets ready and at your fingertips can go a long way in helping secure interest for a story.
Speed is a big component of grabbing the checkered flag on race day and in PR.
4. All Media Want The Same Thing
They want a compelling story for their audience that at the end of the day, will drive page views, clicks, increase ratings, increase their street cred, etc.
It’s that simple.
When that isn’t available, sometimes cash works. Advertising, sponsorships, etc. Old school PR professionals shudder at this notion, but it’s the reality of our industry today. Thankfully, we didn’t need to go this route.
When planning any PR campaign, keep these four tips in mind. They won’t guarantee success – as nothing can in PR – but they’re good steps to take to help prevent failure.
It’s that time of year… we’re gearing up for CES, the OR Snow Show and more. Are you ready? If not, here are some quick and essential tips to help you make the most of your media relations efforts at the shows.
